Although they differ in political ideologies and allocation of resources, the two candidates agree on the use of background and text coloring.  When the candidates use textual writing in the commercials to describe themselves, the text is either non-threatening white or blue. In “Fought for his Country,” the information describing Kerry’s policies and past appears in white lettering.  Similarly, the Bush “Lead” ad uses white letters in its text about the positive qualities of President Bush and of America.  These words on the screen do not jump out at the viewer but instead simply offer the viewer more information about the candidate in a calm, matter of fact way.

            When describing the apposing candidate, however, the two candidates rely on the power of color, especially red.  Color, “has the ability to evoke memories, alter mood and trigger emotion” (Telford 92) and is certainly used in the campaign commercials.    When Kerry’s “Tax Cuts” turns to the description of Bush’s policies, the text on the screen flashes red.  Similarly, Bush’s “100 Days” commercial uses white text that flashes into red writing when describing the policies Kerry will implement.  Instead of the soft, comfort of white lettering on a black background, the negative text jumps at the viewer in threatening red color.  The words are no longer simple extra bits of information on the candidates, their flashing in red color evaluates the apposing candidates for the viewer and encourages them to think negatively of their platform and persona.

For personal evidence on the power of color, analyze the above two paragraph and decide for yourself which color looks more threatening?  Which color seems to suggest clear, simple information?  Which color suggests danger?  Which color makes you feel comfortable?  Which color makes you feel uncomfortable? 

Copyright Kevin Lessmann
 2004